Email & Automation

How to write email sequences that actually convert

Whether you’re running campaigns on Instagram, Facebook, or TikTok, your creative can make or break your performance. Here’s how to design ad creatives that feel natural, engaging, and still drive conversions.

Thomas William

Sep 19, 2025

Table of Content

1. Lead with the Problem

2. Use Real People

3. Keep the Message Focused

4. Design for Scroll

5. Match the Platform Vibe

6. .Always Test Variations

7. Final Thoughts

1. Lead With the Problem, Not the Product

Before someone cares about your solution, they need to feel like you understand their problem.

The best ads open with a relatable situation, pain point, or moment of frustration.

For example:

Instead of saying “Try our project management tool,” say

“Still managing client work through 6 different tools?”

When your ad mirrors what your audience is already thinking, they pause — and that’s your window.

2. Use Real People and Real Language

Stock photos scream “ad.” So do polished corporate videos.

What works today? User-generated content (UGC), selfie-style videos, or casual behind-the-scenes visuals.

You don’t need fancy production. You need authenticity.

Also, write how people speak.

“We help teams streamline operations” feels cold.

“You’ll stop wasting hours in meetings” feels human.

Write like a friend giving advice — not a marketer making a pitch.

3. Keep the Message Focused

The best ads are laser-focused on one idea. Don’t try to explain your entire business in one graphic or 15-second video.

Ask yourself:

What’s the one thing I want them to remember or do after seeing this?

That becomes your core message — everything else supports it.

Examples:

“Cut editing time in half”
“Book more clients without more outreach”
“Get leads while you sleep”

One message. One pain point. One CTA.

4. Design for the Scroll

Most users are viewing your ad on mobile — while scrolling fast. That means your creative must:

Catch attention in 1 second
Be visually clean (no clutter)
Have bold, legible text
Use motion if possible (short video > static)

Use vertical formats for mobile, frame key text early, and test thumbnails or intros that create curiosity loops.

Think: “Wait, what’s this?” not “Ugh, another ad.”

5. Match the Platform Vibe

An ad that works on Instagram might flop on LinkedIn. TikTok audiences expect native, raw, fast-paced content. Facebook might be better for storytelling.

Study what’s working natively on the platform you’re advertising on — and design accordingly.

Don’t copy a YouTube ad and dump it on TikTok. Adapt your message to the culture of the feed.

6. Always Test Variations

Never rely on one version of your ad creative.

Test multiple formats:

Static vs. video
Headlines vs. text overlays
Face-to-camera vs. screen demo
Hooks (problem vs. question vs. stat)

Let the data tell you what resonates. Often, the ad you think won’t work ends up converting best.

Final Thoughts

The best ad creatives don’t feel like ads. They feel like content worth your attention — because they reflect your audience’s reality, speak their language, and offer something valuable.

So next time you create an ad, ask: